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Tesco Mobile welcomes Dave Lewis with a ‘rock parrot’

Tesco’s new CEO Dave Lewis was parachuted in from Unilever’s Personal Care division yesterday, telling staff and anybody else who was listening (lots of investors) that he was determined to stem its market share woes (its share of the UK grocery market has dropped from just over 30 per cent to about 28).

He was probably too busy to note this new ad for Tesco Mobile from Wieden+Kennedy Amsterdam.

Capped contracts for posh smartphones (if indeed they are the latest models) is a decent enough offer. So why do we need a man in a cheesy suit and a ‘rock parrot’ to sell it to us?

And why did Tesco give the job to W+K Amsterdam rather than agency of record W+K London? Surely some mistake.

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